Stay ahead of the curve with Mintel’s US Baby Boomers: Online Shopping Behaviors Market Report 2023. Our full report is packed with baby boomer consumer insights, the latest trends and consumer behaviors affecting how the generation approaches online shopping.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Topics Covered in this Report

  • Boomers’ online shopper profile.
  • Retailers used and items purchased online.
  • Sources of information used when researching products.
  • Consumer frustrations when shopping online.
  • Important factors when shopping online.

Baby Boomers Online Shopping Behaviors and Market Opportunities

Baby Boomers are fairly frequent online shoppers, with 75% of these consumers doing so at least once a month, which highlights how vital it is for brands to provide for them in the online space. Boomers are savvier than some might consider, with over a third looking for coupons on deal sites before making a purchase online. Additionally, a quarter are likely to sign up for a brand’s loyalty reward program.

Physical retail is essential to Boomers’ online shopping habits. More than a third learn about products in-store that they want to purchase online, showing the need for omnichannel offerings. Brands and retailers can show how using both physical and online options is the best and most convenient way to get the products they desire.

Who are Baby Boomers?

Baby Boomers is the generation born between 1946 and 1964. In 2023, Baby Boomers are between the ages of 59 and 77.

Expert Analysis from an Industry Specialist

This report, written by Katie Hansen, a leading retail and ecommerce analyst, delivers in-depth commentary and analysis to highlight current trends in Baby Boomers’ online shopping behaviors.

Baby Boomers are more savvy online shoppers than they feel they are given credit for. Despite not being digital natives, they have adapted to shopping online, in many ways because the pandemic forced them to. While they have returned to shopping in-stores, three quarters of this generation still shops online at least once a month, further emphasizing why brands need to connect with this important and large consumer group online. Brands and retailers that offer a simple, straightforward shopping experience will see the most success with Baby Boomers as they shop online.

Katie Hansen, Retail and eCommerce AnalystKatie Hansen
Senior Analyst, Retail & eCommerce

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Target Audience
                  • Figure 1: Boomers demographic breakdown, 2023
                • Consumer trends
                  • Figure 2: Online shopping frequency, 2023
                  • Figure 3: Online shopping behaviors, 2023
                  • Figure 4: Important factors when shopping online, 2023
                • Competitive strategies and opportunities
                  • Social media can be a place to connect with consumers
                    • Be a partner in health and wellness, combating loneliness
                      • Use the stores to drive sales online
                        • Infuse real human connection into the shopping journey
                        • Baby Boomers Overview

                          • Baby Boomers hold significant wealth, influence over the marketplace
                            • Figure 5: Population by generations, 2023
                            • Figure 6: Boomers demographic breakdown, 2023
                          • Boomers’ Values
                            • Enlist Experiences to encourage interest in brands
                              • Understand Boomers’ Identity
                                • Let consumers know their Rights are protected online
                                  • Boomers are concerned about their environmental Surroundings
                                    • Technology isn’t a top priority for Boomers
                                      • Value goes beyond price
                                        • Older consumers make time and space for their health and Wellbeing
                                        • Market Drivers

                                          • Boomers have less inflationary blues
                                            • Figure 7: Consumer Price Index change from previous year, 2022-23
                                          • Boomers also look to brands to help reassure their concerns around supply chain, COVID-19 and climate change issues
                                          • Competitive Strategies and Market Opportunities

                                            • Social media is still a key place to alert Boomers to products for them
                                              • Figure 8: Thrive Causemetics launches gray eyebrow liner for older consumers
                                            • Leverage secondhand as a way to buy – and sell
                                              • Figure 9: The RealReal features vintage pieces for sale on its platform
                                            • Address health and wellbeing changes and challenges
                                              • Figure 10: Seniors gather for special pickleball game hosted by Seadog Cruises on Chicago River
                                            • Showcase quality, authenticity of products in a simple manner
                                            • The Baby Boomer Online Consumer – Fast Facts

                                              • Boomers Online Shopper Profile

                                                • Baby Boomers shop online more often than given credit for
                                                  • Figure 11: Online shopping frequency, 2023
                                                • Computers are the go-to source for online shopping
                                                  • Figure 12: Typical online shopping habits, 2023
                                                • A third of Baby Boomers rely on ecommerce for a majority of their purchases
                                                  • Figure 13: Percent of purchases made online, 2023
                                              • Retailers Shopped

                                                • One-stop shops capture Boomers’ online dollars
                                                    • Figure 14: Retailers shopped, 2023
                                                  • Boomers leverage Amazon more than the other generations
                                                    • Figure 15: Top three retailers shopped, by generation, 2023
                                                • Items Purchased

                                                  • Baby Boomers frequently purchase medicine, vitamins online
                                                    • Figure 16: Items purchased, by generation, 2023
                                                • Sources of Information

                                                  • Boomers lean on online reviews, stores to help them make purchase decisions
                                                      • Figure 17: Sources of information, 2023
                                                    • Brands should use social media to connect with older generations
                                                      • Figure 18: Boomer TikTok influencer partners with CVS
                                                      • Figure 19: Sources of information, by generation, 2023
                                                  • Online Shopping Behaviors

                                                    • Boomers resort to actions that are simple-to-execute when shopping online
                                                      • Figure 20: Online shopping behaviors, 2023
                                                    • Baby Boomers are savvier online than they are given credit for
                                                      • Figure 21: Online shopping behaviors, by generation, 2023
                                                  • Frustrations with Online Shopping

                                                    • Baby Boomers are looking for safe, transparent websites from brands and retailers
                                                        • Figure 22: Frustrations, 2023
                                                      • Brands should be partners in helping consumers make the most of their dollars
                                                        • Figure 23: Frustrations, by household income, 2023
                                                    • Important Factors when Shopping Online

                                                      • Like Gen X, Baby Boomers need a flawless, basic ecommerce experience
                                                        • Figure 24: Important factors when shopping online, 2023
                                                      • Younger consumers could influence, change Boomers’ behaviors
                                                        • Figure 25: Important factors when shopping online, by generation, 2023
                                                    • Attitudes toward Online Shopping

                                                      • Boomers seek better behavior from brands
                                                        • Figure 26: Attitudes – brand behavior, 2023
                                                      • Show Boomers how omnichannel shopping can be of benefit to them
                                                        • Figure 27: Attitudes – shopping preferences, 2023
                                                      • Boomers are content with the brands they already know and love
                                                        • Figure 28: Attitudes – brand loyalty, 2023
                                                      • Tech experiences aren’t a priority for Boomers, but there’s opportunity to connect through sustainability initiatives
                                                        • Figure 29: Attitudes – alternative shopping options, 2023
                                                      • The in-person experience will cultivate relationships with Boomers
                                                        • Figure 30: Attitudes – brand engagement, 2023
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms

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